Targeting Gift Shops for Resale Opportunities – a Case Study

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The following case study and niche marketing idea is courtesy of Cheryl Ellemberg of ABD Promotions!  

A while back I was able to land a great customer that was looking for a full color mug to give away for an anniversary event for their organization.  This group knew they wanted a coffee mug to give away, but the rest was up to us.  We directed them to the Norwood 4-Color Process Ceramic Mug (item #45541).  We were able to quote it for the same price as other one color printed mugs, but could take advantage of the full color wraparound print.  Our graphic designers spent time putting together a beautiful design, even though we all thought this would be one time order.

A few months later we received a call from the same organization with a re-order for the mug.  No, they were not celebrating another anniversary, but they decided to put a few of the leftover mugs for sale in their gift shop and they sold like crazy!

This reorder peaked our interest.  How can we encourage this type of purchase?  Since this product is now being sold in their gift shop, they will continuously reorder. 

With the customers permission, we printed an additional run of mugs.  Then we created a template, similar to the first mug.  Using this template our designers put together prototypes for similar groups.  The designs were printed on card stock, cut out and laid over the original full color mug.  When presented to potential customers the mugs appeared to be spec samples until the overwrap was removed to expose the beautiful original design below.

These “spec” samples helped us secure many other orders for the full color mugs.  All with great reorder potential.

We couldn’t have done it without the great quality and price offered by Bic/Norwood.  Thanks guys!

Cheryl Ellemberg
ABD Promotions
http://www.ABDpromotions.com

DISTRIBUTORS,  BE A GUEST BLOGGER OR SEND US A CASE STUDY! WE'RE ALWAYS LOOKING FOR CONTENT AND WOULD LOVE TO SHARE YOUR SUCCESSES WITH NORWOOD & BIC GRAPHIC PRODUCTS!  Submit your ideas by emailing me at margit.fawbush@bicworld.com.

 ~Margit Fawbush

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